Brands are now using trend-based targeted marketing more and
more. It’s adaptive marketing in which
current events/real-time trends inform marketing optimization and content
dissemination that compliments news topics and events. It can be an extremely effective way to
capitalize on events and create brand awareness, particular through social
media. This type of marketing will
continue to grow in focus as social media sites are used as a user’s source for
news.
"Targeting against generalized demographics often means
missed opportunities for brands," said Adam Kapel, senior vice president
of marketing and insights with Taykey. "They're not always obvious or
predictable, but real-time, trend-based insights can bring out (other trends
and micro-conversations) so brands ensure they're reaching the right audience,
at the right time, to elicit a significant impact."
Fast
Company and Adweek
articles offer some examples of best and worst examples of real time marketing,
along with some general guidelines for brands to operate by.
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